Google aims to track shoppers beyond online behavior

Google wants to know what consumers are buying offline so it can hone its digital advertising strategy.

The search giant is prepping a system that will move offline after an online consumer is done browsing to learn what they’re looking at and buying in brick-and-mortar stores. They'll be doing it with the help of retail advertisers, according to a Newsday report.

In short, if an online shopper clicks on a digital ad but makes no purchase Google wants to find out if that shopper went offline and made the purchase in a brick-and-mortar retail store and will use its access to credit and debit card transactions to do the tracking.

Topics: Consumer Behavior, Digital Merchandising, eCommerce, Marketing, Merchandising, Omnichannel / Multichannel, Online Retailing, Retail - Analytics

Companies: Google

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